Review – Subliminal

Subliminal: The New Unconscious and What It Teaches Us, Leonard Mlodinow

This book was a bit of a disappointment. It covers basically the same ground as dozens of other books which purport to explain the irrationality of the human brain, including the same experiments discussed with more or less the same conclusions. I’m wary of the way Mlodinow decides that certain anatomical areas of the brain are solely and uncomplicatedly involved in specific emotions. For example, he identifies the “ventromedial pre-frontal cortex” as being all there is to it when it comes to preferring Coke over Pepsi because of the brand-name. This isn’t my area (alas) so I’m not going to say he’s definitively wrong, but I’ve read around enough to be cautious when someone decides that a bit of brain anatomy means x or y universally. It smacks of going for a simple, catchy answer instead of acknowledging the actual complexity of the brain.

Anyway, it’s probably a good read if you haven’t read one of the dozens of other books covering the same topic, and in its favour I did find myself snorting in amusement at some of Mlodinow’s commentary. It’s nothing new, though.